A PLP that clicks: a journey of initiatives

PLPs guide shoppers towards the products they want. They need consistent information architecture, efficient use of limited screen space, and product information that’s easy to scan and compare. They directly influence user experience, conversion rates and, ultimately, sales.

• Inconsistent information hierarchy and visual design across fashion, beauty and electronics categories
• Inefficient space utilisation: icon placements and a lack of text truncation
• Overuse of tags on PLP images, with no structured tags framework
• No touchpoint to reach the wishlist from the PLP
• No way to show contextual nudges that could lift PLP → PDP CTR and cart additions
• Dated design: low CTRs on the ‘Wishlist’ and ‘View similar products’ icons, which customers didn’t understand at first glance, and an obsolete grey background on mobile and desktop

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• Enhance the user experience: improve information hierarchy, navigation, filtering and overall usability for a seamless shopping experience
• Increase conversion: optimise the PLP layout and design to encourage purchases and improve the funnel
• Modernise the design: refresh the visual appearance to align with current design trends
• New features and experiments: explore features that help customers discover products and convert better

• Performed a thorough audit of PLPs across categories on CLiQ and documented every issue
• Benchmarked 50+ e-commerce apps and websites with the team
• Reconfigured and streamlined the information hierarchy for scalability and visual balance, removing inconsistencies and redundancies across categories
• Led design planning and feature prioritisation, and aligned with the product and dev teams
• Led design on new functionality like a data-driven nudges framework and a Quick View feature right from the PLP

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I designed a complete nudges framework for contextual price, stock, customer-data and offer nudges across the PLP, PDP, wishlist, cart and homepage. In less than six weeks after launch it delivered 1.9× PLP → PDP click-through, 2.8× PV/V, +27% cart additions and a 3.2× better conversion rate.

Alongside it, a tags framework made tags logic-driven again: primary (logic-driven), secondary (configurable attributes), out of stock, and ad tags for promoted listings.

There was no quick and easy way to see more product information at PLP level. Shoppers had to jump back and forth between the PLP and PDP, causing friction in their journey. I created the flows and designs for a PLP modal on mobile and desktop.

• The goal was a seamless experience: a new modal that gives shoppers quick-view functionality right on the PLP
• The project was extremely complex, because it depended on how the PDP of each category was built
• We took the modal live in phases, as an experiment, to validate the designs with data and add features in later phases
• Multiple iterations led to a highly adaptable design structure that scales across lifestyle, beauty and electronics categories
• The desktop PLP was greatly enhanced too, with listing cards restructured to include the Quick View CTA

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Impact

• After launch on mobile, 14.4% of users add items to their cart directly from the modal
• Following the success of the A/B test on mobile, the feature rolled out to 100% of users

• Integrated configurable banner and carousel sections, so key sections get visibility at different positions on the PLP
• Highly flexible, allowing a wide range of design explorations from just 3 components
• Helps shoppers explore and fine-tune their search, with placeholders available for business needs

• Added logic-driven progressive filters that adapt to each selection. They’re more contextual and straightforward than a filters menu, and work well for exploratory shoppers and general keywords
• Rolled out brand, category, colour, size and discount progressive filters to help shoppers navigate a filtered PLP

• The revamped PLP improved both brand and user experience, and lifted CTR from PLP to PDP, add-to-cart from PDP, and overall conversions
• CLiQ now has an upper-funnel experience that stands strong against competitors on features, visual design and efficiency, and goes beyond the benchmark with some industry-first features